ADVERTISING: New Rules for Cigarettes

For years the Federal Trade Commission has tried snuffing out misleading cigarette ads as often as they appear. But by the time a cease-and-desist order can be issued, the company in question is apt to be off on another tack. Last week the FTC attempted to bring the industry into line all at once by issuing a new set of “suggested” rules for cigarette-ad copy. In view of recent studies linking cigarettes to cancer and heart trouble, FTC thought that the time had come to guard the public from misleading ads.

Under the code, the ads would not claim that smoking a particular brand “is beneficial to health in any respect,” or “nonirritating.” Nor would they imply that a brand’s ingredients, method of manufacture, length, added filter, etc., reduce nicotine, coal tars and resins unless scientifically proved. The ads would not refer to the “throat, larynx, lungs, nose, or any other part of the body,” or to “digestion, energy, nerves or doctors.”

There were taboos on other familiar copy devices. For example, FTC wanted the phony testimonials ended and “only genuine testimonials” used that represent the “current opinion of the author who currently smokes the brand named.” Also, there should be no comparative claims made regarding the sales of competitive brands unless they are verified. By and large, FTC thought the ads ought to stick to “matters of opinion.” The commission invited the tobacco firms to make suggestions on the new rules before they are officially put into effect within several months. “After that,” said a spokesman, “if the manufacturers violate the standards, FTC will take action.”